摘要
摘要
由于新冠疫情的发生，房地产行业面临着严峻的业务考验：投资封锁、项
目延期、销售业绩不佳、行政成本上升等，迫使房地产行业更加关注市场营销
策略，寄希望于通过市场营销策略的转变从而在市场上占据一席之地。
本文以 AB房地产公司巫家坝项目为研究对象，针对 AB房地产公司巫家坝
项目市场营销过程中的实际情况为例展开研究，简述了 AB房地产公司及巫家坝
项目目前的营销现状，通过问卷调查重点分析了营销现状中存在的问题和原因，
同时以 STP定位理论和 7Ps市场营销理论提出了针对性的优化策略。使用文献
研究法对本文所使用的的理论进行了归纳和总结，为文章后续撰写提供了依据
和概念内涵。针对 AB房地产公司巫家坝项目市场营销的研究，首先借助 PEST
分析模型和波特五力模型对公司的宏观环境和行业市场营销环境进行了分析，
详细了解了公司面临的市场环境和行业竞争格局。然后通过调查问卷的形式，
通过对 AB房地产公司巫家坝项目市场营销环节中七个维度的问题进行研究，深
究这些问题背后的原因，分析调研结果后得出产品定位不够精确，同质化的情
况严重；缺乏定价策略制度，营销策略的一致性和灵活度较差；公司市场营销
渠道和分销渠道种类也比较单一，不够多元化，由于 AB房地产公司巫家坝项目
营销理念的滞后导致的不重视新媒体矩阵的建设等传播及渠道方面的问题；促
销手段比较单一，在产品同质化较高的情况下更不具有竞争力；品牌知名度不
够广、不重视企业品牌的建设，企业内部营销组织单一化，人员综合素质不高；
服务流程存在标准化程度不够，执行不到位的情况；有形展示呈现不够充分，
还有很大的空间可以进行提升和优化等七个方面的问题。基于此，面对 AB房地
产公司巫家坝项目存在的这些问题和问题产生的原因，本文借助 STP市场定位
优化策略，结合 7Ps营销优化策略提出了针对性的优化策略。包括聚焦市场研究、
确定产品定位、有效分组客户、建立多维客户划分方式等。优化 AB房地产公司
巫家坝项目的营销策略，紧跟市场趋势，改进产品定价，拓展营销渠道，改善
用户产品体验以促进产品营销，扩大 AB房地产公司巫家坝项目的品牌知名度
等。通过本文的研究，不仅能够在新冠疫情的影响下为 AB房地产公司巫家坝项
目通过优化营销策略来占领市场，提高市场份额；也可以为其他同类型公司提
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摘要
供一些营销策略思路。
关键词：房地产公司；营销策略；7Ps营销理论
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ABSTRACT
ABSTRACT
Due to the outbreak of the COVID-19 disease, the real estate industry is faced
with severe business tests: Investment Blockade, project delay, poor sales
performance, administrative costs rise, and so on, forcing the real estate industry to
pay more attention to marketing strategies, hope that through the transformation of
marketing strategy to occupy a place in the market.
This paper takes the marketing strategy of AB Real Estate Company Wujiaba
project as the research object, based on the research background of the marketing
strategy of Real Estate Company, according to the 7Ps marketing theory, combining
the functions and characteristics of the marketing strategy of Real Estate Company,
taking the actual situation of AB Real Estate Company Wujiaba project as an example,
this paper makes a detailed study on the current marketing management strategy of
AB Real Estate Company Wujiaba project, and then introduces emphatically the
marketing strategy problems of AB Real Estate Company Wujiaba project, and makes
a deep study on the causes of these problems. This paper finds that the product
positioning of AB Real Estate Company Wujiaba project is imprecise and
homogeneous, the product can not be sold due to the lack of pricing strategy system
and the poor integrity and flexibility of marketing strategy, the company's marketing
channels and distribution channels, the basic causes of these problems lie in the lag of
marketing idea of AB Real Estate Company Wujiaba project, the neglect of enterprise
brand construction, and the lack of brand popularity Enterprise Internal Marketing
Organization simplification. Then we use PEST analysis method and porter's
five-force model to analyze the marketing strategy of AB company, to understand the
market environment and industry marketing competition pattern. Based on this, in the
face of these problems and the causes of these problems, this paper uses 7Ps
marketing theory to propose specific measures to optimize the marketing strategy of
target enterprises, including focusing on market research, defining product
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